A vehicular automatic shift control unit for executing a cooperative shift control (an upshift inhibition and a downshift) of an automatic transmission based on an information associated with a road condition around a vehicle or a road condition in front of the vehicle, is provided with judging means for judging whether a vehicle exists in a predetermined area including a branch point of the road during execution of the cooperative shift control, and gear ratio maintaining control means for maintaining a gear ratio of the automatic transmission if it is judged that the vehicle exists in the predetermined area.